Tesla’s communications chief is leaving the automaker

Dave Arnold, Tesla’s senior director of communications, is leaving the company after two-and-half years, according to sources familiar with the move.
Tesla confirmed to TechCrunch that Arnold was leaving in June.
“We’d like to thank Dave for his work in support of Tesla’s mission, and we wish him well,” a Tesla spokesperson said in a company-issued statement. “Dave will remain with the company for the next month to help transition his responsibilities to Keely Sulprizio, Tesla’s director of Global Communications.”
Arnold became senior director of communications at Tesla in July after the departure of Sarah O’Brien. O’Brien, who was previously at Apple, held the position at Tesla for two years. She later took a position at Facebook.
The top communications job at Tesla is a high-profile and critical role for the company, which unlike other automakers, doesn’t have a traditional advertising strategy. And thanks to the near-frenetic amount of attention that Tesla and CEO Elon Musk receives from investors and the press, it also can be a challenging and exhausting one.
The typical stint for the role has been about two years.
Musk reaches his fervent fan base — and critics — via Twitter. His account now has some 26.5 million followers. Musk’s tweets, along with other announcements and controversies, translate to constant news coverage of the company.
That coverage has been largely responsible for driving sales. Tesla’s relationship with the media might be rocky at times. However, the attention by the press has also helped drive sales. The company has said in previous regulatory filings that “media coverage and word of mouth have been the primary drivers of our sales leads and have helped us achieve sales without traditional advertising and at relatively low marketing costs.”